Brewed To Be Better – Freed Earth
Bristol-based strategic branding agency were challenged by Mark Anthony Brands International to create a premium ready-to-drink alcoholic tea brand with the power to challenge the category status quo in the US and Canada. But amongst an artificial, sugar-laden and soulless category, how do you create a new-to-world brand that’s better made, better tasting and better for the world?
Introducing Freed Earth, a refreshingly down-to-earth Hard Tea that encourages a more natural way of life. Made using 100% Rainforest Alliance accredited sustainable tea and only natural flavours, Freed Earth is crafted for free spirits that yearn for the simple pleasures of nature.
Outlaw worked with the Mark Anthony Brands International team to create Freed Earth from scratch, uncovering the audience and insight, developing the brand positioning, name, visual identity, messaging and liquid from the ground up, then exploding the brand out into digital, social media, point of sale materials and merchandise for launch into the Canadian market.
The result is a brand that celebrates the power of nature, heroing the humble tea leaf as a powerful symbol of nature’s ability to refresh our spirits as well as quenching our thirst. Creating a beacon on shelf, the leaf flexes to bring to life a world of natural taste and flavour, delivering impact with flex. And with the great outdoors as both its inspiration and its playground, Freed Earth’s colour palette and visual identity is every inch as fresh and vibrant as the world it inhabits.
- Agency/Creative: Outlaw
- Article Title: Brewed to Be Better – Freed Earth by Outlaw
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Bristol
- Market Region: North America
- Project Deliverables: Brand Design
- Format: Can
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: Packaging design, can, brand design, food & beverage
Creative Director: Brett Stabler
Design Director: Alex Rexworthy
Strategy Director: Elissa O'Brien
Business Director: Tim Dalton
Client Services Director: Laura Mackie
Designer: Emma Proven